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Idealab's Pet Project: Idealab, the Pasadena-based technology incubator, has appointed Tom McGovern chief executive and co-president of an Internet site that markets pet supplies, the company will announce today. The site, which has yet to be named, will launch in the next 45 days, joining other Idealab ventures such as EToys, Cooking.com and the WeddingChannel. The new venture, however, will face heavy competition, given Amazon.com's announcement that it had bought half of Pets.com. "In any category with the exception of online books, there is room for at least two strong competitors," McGovern said.